Advertising and Media Research , livre ebook

Advertising and Media Research

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Advertising and Media Research

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Justice Hamilton
 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
w ww. e d t e c h p r e s s . co . u k

 
 
 
 
 
www.edtechpress.co.uk
 
Published by ED-Tech Press,
54 Sun Street, Waltham Abbey Essex,
United Kingdom, EN9 1EJ
 
 
 
   2018 by ED-Tech Press
 
Reprinted 2020
 
 
 
 
Advertising and Media Research
Justice Hamilton
 
Includes bibliographical references and index.
ISBN 978-1-83947-416-3
 
All rights reserved. No part of this publication may be reproduced, stored in retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a license permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd., Saffron House, 6-10 Kirby Street, London EC1N 8TS.
 
Trademark Notice: All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners.
 
Unless otherwise indicated herein, any third-party trademarks that may appear in this work are the property of their respective owners and any references to third-party trademarks, logos or other trade dress are for demonstrative or descriptive purposes only. Such references are not intended to imply any sponsorship, endorsement, authorization, or promotion of ED-Tech products by the owners of such marks, or any relationship between the owner and ED-Tech Press or its affiliates, authors, licensees or distributors.
 
 
 
 
 
British Library Cataloguing in Publication Data.
A catalogue record for this book is available from the British Library.
 
 
For more information regarding ED-Tech Press and its products, please visit the publisher’s website www.edtechpress.co.uk

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
TABLE OF CONTENTS
 
 
 
 
 
 
Preface   ix
 
Chapter 1   Advertising Tools and Practice ......................... 1
 
Significance .......................................... 2
 
Effective Advertising Tools ............................ 10
 
Marketing Tools and Effective Advertising Techniques for a
 
Digital World ........................................ 11
 
Effective Advertising Tools ............................ 14
 
Tools of Promotion - Advertising, Sales Promotion, Public Relation
 
and Direct Marketing .................................. 15
 
The Factors of Advertisement on Consumer Behaviour Marketing   17
 
Consumer Behaviour: Meaning, Factor, Advantages and
 
Disadvantages ....................................... 21
 
Common Factors Influencing Consumer Behaviour ....... 28
 
Role of Perception in Consumer Behaviour .............. 29
 
The External Environment of Marketing .................. 30
 
Five Components of an Organization’s External Environment ..... 32
 
External Environment Analysis ......................... 33
 
Internal Environment Analysis ......................... 34
 
Economics of Advertising ............................. 36
 
Chapter 2   Advertising Research: Scope and Objectives ........... 39
 
Advertising Research ................................. 39
 
Meaning, Definition, Objective and Functions of Advertising   42
 
Benefits or Importance of Advertisement ................ 44

vi
 
 
Advertising Research: A Special Case of Marketing Research ..... 47
 
Scope of Advertising ................................. 48
 
Types of Advertising .................................. 50
 
Business Research As a Decision-Making Tool ........... 54
 
Relationship between Research and Business Decisions ... 56
 
Importance of Research in Business Decision Making ..... 57
 
Advertising Research in India: Why it is Important Today ... 58
 
Conducting Pre-campaign Advertising Research .......... 63
 
Advertising Research: Testing Various Types of Advertisements   69
 
The Five Basic Methods of Market Research ............. 78
 
Common Types of Market Research ..................... 79
 
Choose the Market Research Type that Meets Your Needs .. 82
 
Target Market ........................................ 83
 
Market Research: An Introduction ...................... 97
 
Conducting Market Research ......................... 102
 
Target Audience .................................... 106
 
Audience Measurement .............................. 118
 
Psychographic Segmentation ......................... 126
 
Chapter 3   Media Research ..................................... 128
 
Media Evaluation .................................... 128
 
Basic Evaluation of Social Media ...................... 129
 
Responding to Negative Feedback on Social Media – a Starter kit for
 
Employers ......................................... 133
 
Media Consumption ................................. 138
 
Opinion Poll ........................................ 148
 
Election Polling ..................................... 159
 
Chapter 4   Research Applications in Print and Electronic Media .... 162
 
Media and Technology in Society ...................... 162
 
Making Connections: Sociology in the Real World ........ 167
 
Making Connections: Careers in Sociology ............. 171
 
The Emergence of the Electronic Media ................. 173
 
Different Types of Media ............................. 176
 
Print Media Advertising? ............................. 177
 
Types of Media ..................................... 179
 
Shifting Research Methodologies Impacting on Readership
 
Measurement ....................................... 183
 
Rating and Research Non-Rating in Electronic Media ..... 185
 
Chapter 5   Media Research as a Tool of Reporting ................ 188
 
Media Research - Role and Functions .................. 188
 
Differences between Media Research and Social Research   189

vii
 
 
Types of Method .................................... 196
 
Feedback and Feedforward Studies .................... 197
 
Media Research Use of Scientific Methods in Reporting ... 201
 
Guidelines for Scientists on Communicating with the Media ..... 203
 
Social Science Methods .............................. 213
 
Reporting with Web and Social Media Data: Some Helpful Tools ..... 227
 
Planning Audience Research ......................... 229
 
Research Report: Introduction, Definition and Report Format ..... 237
 
Chapter 6   Writing Columns .................................... 238
 
Advice Column ..................................... 240
 
Community Correspondent ........................... 242
 
American Writers Museum Sneak Peek: Far-reaching, Dramatic ..... 243
 
Writing a Feature Lead ............................... 246
 
Producing Great News Features ....................... 248
 
Enterprise Reporting ................................ 250
 
How To Write An Enterprise Story ..................... 252
 
Chapter 7   Counter Advertising and the Media .................... 255
 
Brewery-Sponsored Counter-Advertisements ........... 256
 
Effectiveness of Warning Labels ....................... 258
 
Empirical Analysis of Advertising ...................... 263
 
Effectiveness of Broadcast and Print Counter-Advertising . 272
 
Newspaper Competition and Advertising ............... 274
 
Credibility Research in Advertising .................... 276
 
Media Substitutability ................................ 280
 
Advertisers’ Media Selection .......................... 282
 
Bibliography   291
 
Index   295

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PREFACE
 
 
 
 
 
Advertising and media research explains the complexities of planning in a fast-moving non-complex style. As we enter the new century of transformed advertising techniques and marketing challenges.
 
How advertising works differs from product category to product category, and from brand to brand within a category. This means that each brand must develop an understanding of its consumers and their motivations to serve as a template for creative development.
 
Once the advertising creative is developed (either rough or finished), it's really important to pretest the advertising. Pretesting helps identify outstanding commercials and flags the underperforming commercials. More importantly, pretesting provides guidance to the improvement of the commercial and to the improvement of all future commercials. However, pretesting is not perfect nor foolproof. Pretesting cannot perfectly predict on-air success.
 
Tools for advertising help you attract the most attention to your small business and reach the largest number of potentially new and returning customers. In addition to print, TV and radio, use other contemporary tools to enhance your ad campaign. Depending on your budget limitations, you can use as few as one or two advertising tools and increase your options from there. If necessary, employ a period of trial-and-error to judge the tools most effective in creating more business and, thus, higher profits.
 
All research is a quest for ordered or systematic knowledge. It may be an observational study of natural phenomena or a rational study of the relations between the concepts in which these phenomena a